Market research continues to evolve, but one method that has remained relevant across the world is CATI – Computer-Assisted Telephone Interviewing. It combines the clarity of human interaction with the efficiency of technology, making it a trusted approach for collecting reliable data across industries and countries.
What Does CATI Mean?
CATI is a telephone-based research technique where trained interviewers speak with respondents and record answers directly into computer software. The system guides interviewers with a structured script, ensures questions are asked consistently, and captures responses in real time.
In simple words, CATI is a telephone interview supported by software to make the process accurate, smooth, and efficient.
How CATI Works
A typical CATI study follows these steps:
- Questionnaire is designed and programmed in a CATI system
- Respondent sample is uploaded into the system
- Interviewers make calls and conduct surveys
- Responses are recorded directly into the software
- Quality checks are conducted
- Data is analyzed for insights
The software controls the flow of questions, applies skip logic, and reduces interviewer errors resulting in cleaner data.
Why CATI Still Matters
CATI remains relevant globally because it balances technology with human connection. A few facts highlight why CATI continues to be widely used:
- According to ESOMAR, telephone-based research (including CATI) still represents over 12% of global research spending, despite the rise of online methods.
- CATI achieves higher completion rates in B2B and senior decision-maker surveys, often outperforming online surveys by 10–25%.
- For complex or sensitive topics, respondents are more comfortable speaking to a trained interviewer than answering digitally.
Why organizations still rely on CATI:
Better Data Quality
Interviewers can clarify questions, probe for deeper responses, and ensure the respondent understands the context.
Effective for Complex Studies
CATI works especially well for B2B, healthcare, financial research, and public opinion studies, where context and clarity matter.
Greater Reach Across Demographics
In many regions, phone access remains more universal than internet access. CATI allows researchers to include diverse and hard-to-reach populations.
Built-in Quality Control
Supervisors can monitor calls or recordings, improving interviewer performance and maintaining data quality.
Where CATI Is Used:
Across the globe, CATI plays a significant role in multiple research areas:
- Market and consumer research
- Business and industry opinion studies
- Healthcare and patient feedback programs
- Government, social, and policy research
- Customer satisfaction, CSAT, and NPS programs
- Election and public sentiment studies
CATI is especially prominent in studies targeting professionals, niche groups, and audiences that prefer voice communication over digital surveys.
CATI in Comparison with Other Methods:
CATI sits between online and face-to-face research. While online surveys are cost-effective and fast, and face-to-face offers deeper interaction, CATI provides a middle ground: guided conversation, accuracy, and scalability without on-field costs.
Is CATI Still Relevant Globally?
Yes. Although online research has grown rapidly, CATI continues to be an essential method around the world. Many research organisations today use a combination of CATI, online tools, and panels to provide more well-rounded insights. Advancements such as cloud-based CATI, remote interviewer setups, multilingual software, and integrated dialer systems are keeping CATI modern and efficient.
CATI has continued to adapt with technology and remains an important method for collecting high-quality insights, especially where clarity, explanation, and deeper responses are needed. Its blend of human interaction and structured data collection makes it a dependable choice for organizations seeking accurate feedback.
At MLRS Global, CATI is one of the established data collection approaches used within our research ecosystem. It helps us support clients with dependable, human-centred insights across different markets and respondent groups, while maintaining quality and authenticity in the research process.
Sources and References
World Bank Data – Global Mobile Phone Penetration: https://data.worldbank.org/indicator/IT.CEL.SETS.P2
ESOMAR Global Market Research Report 2023: https://esomar.org
GreenBook Research Industry Trends (GRIT) Report: https://www.greenbook.org
Pew Research Center – Phone Survey Methodology: https://www.pewresearch.org/methods
Insights Association – Telephone Survey Best Practices: https://www.insightsassociation.org